URS makes a Beeline for new customers

5 Apr 2006

Ukrainian Radio Systems (URS) has begun a marketing campaign to re-brand its GSM services under the Beeline name used by its Russian parent Vimpelcom. The brand will be officially launched in Ukraine on 11 April, and billboards showing different objects coloured in Beeline’s signature black and yellow are already appearing on roadsides. The advertising campaign is expected to cost around USD20 million. Vimpelcom purchased URS in November 2005 for USD231 million. URS is the fourth largest cellco in Ukraine, with 256,849 subscribers at the end of December, a market share of less than 1%. It holds a GSM-900 licence covering the entire territory of the country, and a GSM-1800 licence covering 23 of Ukraine’s 27 regions (excluding Kyiv and its environs, Dnipropetrovsk and Odessa). URS currently operates under the WellCOM and MOBI brand names, which are expected to remain on the market alongside Beeline in the medium-term.